| 英文摘要
| Backgroud: More and more countries such as China, Europe and the United States have started to seek overseas medical services because of rising medical costs, long waiting times, and the expansion of the middle class in low-and middle-income countries. Medical tourism industry began to develop.The beginning of the medical tourism industry in Taiwan can be traced back to 2003 and has now been implemented for some years. However, the scale of the industry has not yet been established. The reason for this is worth exploring.
Objections: Whether different customer characteristics affect service quality, relationship quality, and loyalty; Exploring the Association Among Service Quality,Relationship Quality and Loyalty.
Method: This study is a cross-sectional study, using a structured questionnaire survey in mainland China to accept health check and cosmetic surgery in Taiwan as the object of study, select the three hospitals of Taiwan to apply for people in mainland China to enter the Taiwan area for medical examination and beauty of medical institutions as the place of admission. The case was closed in March to April 2017. A total of 396 questionnaires were collected, excluding 13 invalid questionnaires (3.3%) and 383 valid questionnaires (96.7%). With SPSS 20.0 and AMOS 21.0 statistical analysis software, relevant data analysis and model verification. Using confirmatory factor analysis, the average difference test, structural equation model analysis and other methods to verify the hypothesis.
Results: Service quality have a significant positive impact on relationship quality, indicating that the higher the recognition of service quality, the easier it is to establish the relationship quality;Relationship quality have a significant positive impact on loyalty, indicating that the higher the degree of recognition of the relationship quality, the easier it is to establish loyalty; Service quality don’t have a significant positive impact on loyalty, indicating that the recognition of service quality can not directly affect the loyalty.
Conclusions: Regardless of the initial purpose of customers to come to Taiwan for health check (or cosmetic surgery) services, Taiwan’ s medical tourism industry can rely on its core strengths in the medical field to enable its customers to have a high rating on service quality. Once the customer has high recognition of the service quality, it will establish a higher relationship quality (satisfaction, trust, commitment) with the service provider, that is, generate satisfaction and trust to the service provider, and make the intention to continue to try the service in the future committed to. Good relationship quality, there will be loyalty (word-of-mouth behavior, Repurchase Intention), that is, the customer has a loyalty to the brand of Taiwan’ s medical tourism. Loyal customers will not only repeat the original purchase of their own service services, try new services, and will act as the brand’ s marketers to their relatives and friends to recommend. Therefore, the primary task of Taiwan’ s medical tourism industry is to enhance and enhance the quality of service. Good service quality is the basis for the development of the industry; further enhance customer satisfaction and establish customer loyalty to make the medical tourism industry in Taiwan sustainable. |
